Critical Paper 10,000 words

Having produced a research proposal for your PAS 2 assignment in Semester 2, it is now time for you to embark on the research that you outlined in that proposal; this is called your ‘Final Project’. It will involve you conducting research and writing it up as a ‘Critical Paper’. During your Final Project you will be expected to put into practice the research and analytical skills that you have learned on the programme. The ‘Critical Paper’ will focus on a contemporary advertising and/or branding issue, investigating this issue thoroughly by collating, critically analysing and commenting on the ideas and viewpoints of others, together with those of your own. This way, the emphasis could easily be on secondary research providing that you design and plan it carefully. Social isolation policies at this time will currently restrict you form conducting ‘face-to-face’ research and whilst primary research is still possible via remote data collection methods such as online questionnaires, this will require you to first submit a full ERGO (Ethical Research & Governance Online) approval application (note: all students are required to complete ERGO paperwork however, this should be fairly simple if certain data collection methods such as those involving primary research are not being undertaken).

The nature of this ‘Critical Paper’ is such that you should be able to review and examine relevant literature such as academic journals, text books, research papers, various data bases and online sources, magazines and other published material in both the general and the specific areas related to the topic that you are researching. By comparing and contrasting various expert opinions, research data and previous findings, and sourcing relevant theory, you should be able to construct a theoretical framework within which you can critically analyse and discuss existing research to draw your own ideas, inferences and conclusions and ultimately answer the research question you have identified at the outset of this project. Answering this research question is the overall aim of your research.

Final Project Structure

1. Title; Cover page & original work declaration
2. Acknowledgements
3. Abstract (approx. 200 words)
4. Table of contents
5. Table of Images/Figures
6. Introduction (approx. 1000 words)
7. Literature review (approx. 3000 words)
8. Research Methodology (approx. 1000 words)
9. Analysis and discussion of findings (approx. 4000 words)
10. Conclusion, Limitations & Recommendations (approx. 800 words)
11. List of references
12. Appendices (to include ERGO)

Document guidelines

• You must have a “Title Page” with the title of your proposal and your word count.
• Following your title page, you must have a Table of Contents and a List of Figures.

• Pages must be numbered.
• Do not split images, tables or lists across pages.
• Reference text and images using the Harvard referencing style. For guidance on the referencing style, see the Library Study Skills page.

• Use Cite them Right to check the formatting of your references.
• The List of References must be placed at the end, followed by any appendices if needed.
• References, Appendices and the Table of Contents do not contribute to the final word count.
• Font: Calibri, size 12pt

• Use double-line spacing

Formative feedback

During your tutorial sessions your supervisor will set you tasks which will normally involve providing him or her with draft chapters as you write them, well in advance of your tutorial appointment.  This way your Supervisor has adequate time to read them and will be able to give you formative feedback during your tutorial.

Support Lectures

There will be a series of supportive pre-recorded online lectures available on Blackboard, beginning with the Final Project Launch on Monday 8^th June 2020 and followed by 3 further lectures (dates to be advised) guiding you on the content of your Final Project Chapters and general advice on how to perform well on this module.

Learning outcomes that are being assessed

The aims of this module are:

• To further develop your knowledge and understanding of contemporary issues in global advertising and branding.
• To encourage you to adopt a critical and reflective stance with regard to the observation and analysis of advertising and branding.
• To further develop your academic skills identifying, exploring and researching a key issue in global advertising and branding.

1. Knowledge and understanding

Having successfully completed the module, you will be able to demonstrate knowledge and understanding of:

A1. Current theories and practices related to advertising and branding and arising from your in-depth research and enquiry.

A2. The contemporary context and culture of global advertising and branding, and the related creative industries.

A3. A range of contemporary contexts relevant to global advertising and branding and informed by leading research.

1. Subject Specific Intellectual and Research Skills

Having successfully completed the module, you will be able to:

B1. Demonstrate that you can think in a critically and reflectively on contemporary advertising and branding issues.

B2. Research, critique and apply analysis of theory related to global advertising and branding.

B3. Identify and analyse data and information to evaluate their relevance and validity using a range of sources.

B4. Organise and synthesise a range of complex written and visual information arising from new and changing situations.

B5. Recognise your own academic strengths and weakneses, reflecting on your own performance and progress and be able to respond to feedback

B6. Apply critical judgement to advance your research and intellectual skills.

1. Transferable and Generic Skills

Having successfully completed the module, you will be able to:

C1. Take responsibility for your own learning development and academic integrity.

C2. Demonstrate awareness of ethical considerations,

C3. Manage your time and resources as an independent learner.

C4. Demonstrate the ability to successfully manage and complete an individual project.

1. Disciplinary Specific Learning Outcomes

Having successfully completed the module, you will be able to:

E1. Demonstrate advanced level knowledge and understanding of the theoretical and practical issues that underpin the advertising and branding process.

E2. Demonstrate knowledge and understanding of contemporary advertising and branding strategies within a local, national and global context, and the ability to critically analyse those strategies.